Factors affecting the intention to revisit the cultural event in Khon Kaen
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Abstract
The art and cultural event are special activity that influencing participants in the event. This research aims to study the quality of event factors, the influence of cultural involvement and the influence of the art and culture interest towards intention to revisit of the event. This study collected data using questionnaires on 389 samples from those who had attended art and cultural events in Khon Kaen who were over 18 years old. Descriptive and inferential statistics were used for data analysis. The research results found that, the quality factors of event organizing, venue and facilities aspect, food aspect and environmental protection aspects and the influence of cultural involvement towards participants event re-visit intentions of the event with a statistically significant at level of .05. The results of the study can be used as a guideline for decision making, especially in organizing cultural events, developing or adjusting the format of the event, the quality of the three aspects, and the cultural participation of the participants that affect the intention of the participants to be more appropriate. It is useful for business applications to increase the intention to attend the participants and academic applications by who interested in studying issues related to art and cultural events can use the information or use it as a guideline for further study.
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The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.
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